Australia’s trade deal with the UAE has eliminated tariffs on 99% of exports. Austrade’s Bryony Hilless explains what that means for food businesses eyeing the Gulf right now.
What’s happening: More than 100 Australian food and beverage companies exhibited at Gulfood 2026 in Dubai in January, Australia’s largest-ever presence at the event.
Why this matters: For Australian food exporters, CEPA has changed what is possible. Tariff-free entry has improved price competitiveness, making Australian products more attractive to Gulf buyers and distributors.
When Merrick Watts, co-founder of Sydney-based hydration brand Posca Hydrate, arrived at Gulfood 2026 in Dubai, he was not expecting what came next.
“We have made unprecedented contacts with major suppliers; the interest level has been enormous,” Watts said. “It has been much greater than we expected, and has surpassed all of our greatest hopes.”
Posca Hydrate was one of more than 100 Australian companies at Gulfood 2026, the world’s biggest food and beverage trade show, held from 26 to 30 January. It was Australia’s strongest national presence at the event to date, with the show attracting more than 8,500 exhibitors from around the world across two venues for the first time.
A window into the Gulf
The backdrop to that presence is a significant shift in Australia’s trade relationship with the Middle East. When the Australia-UAE Comprehensive Economic Partnership Agreement entered into force last year, it eliminated 99% of tariffs on agricultural products, reducing costs and improving price competitiveness for Australian food exporters.
The UAE also functions as a gateway into the broader Gulf region. As Gerard Meyn, Managing Director of Stella Foods, noted, a foothold in Dubai opens conversations well beyond its borders.
“The UAE provides good access to the region and allows us to simultaneously focus on regional markets like Saudi Arabia and Qatar where there are clear opportunities and a growing food-focused demand for quality Australian products,” Meyn said.
The CEPA advantage
The commercial impact of CEPA was visible on the trade show floor. Austrade General Manager for the Middle East, Africa and Pakistan, Bryony Hilless, said the agreement had shifted the dynamic in buyer conversations.
“CEPA has given Australian exporters a competitive advantage on the trade show floor in discussions with buyers, distributors, and potential partners with tariff-free entry now in force,” Hilless said.
Forty-three companies joined the official Team Australia pavilion, presenting products including premium halal-certified red meat, dairy, seafood, health foods, beverages and packaged goods. South Australia had its own dedicated section within the pavilion, with 14 producers showcasing regional products including The Yoghurt Shop and Bickford’s.
Austrade facilitated more than 300 business-matching sessions at the national pavilion, generating over 100 qualified leads with interest from the UAE and other international markets.
New faces, real leads
For Michael Rizzo, National Sales Director at Altimate Foods, Gulfood was both a market validation exercise and a practical learning opportunity.
“Gulfood was not only an opportunity to experience the region, but to be introduced to the world, with genuine engagement from buyers and partners across every continent,” Rizzo said. “It was very clear to us there is strong demand for Australian products, which were described to us as safe, clean and premium.
“Being on the ground allowed us to provide samples and move beyond initial conversations, gaining valuable insights into localisation and market needs. This knowledge will be critical as we move forward with confidence.”
Australian red meat was a standout category. Thirty-seven companies exhibited at the Meat and Livestock Australia stand, reflecting strong demand for halal-certified beef and lamb, following a record high year of exports to the Middle East and North Africa.
Meyn said CEPA had visibly changed the show’s tone. “This year was naturally different now that Australia’s CEPA with the UAE is in place,” he said.
How to get involved
Australia’s expanded presence at Gulfood was supported by the Accessing New Markets Initiative (ANMI), a $50 million program helping Australian businesses diversify and grow their exports, jointly delivered by Austrade and industry.
For more information about opportunities in the UAE, visit Austrade’s Go Global Toolkit trade agreement opportunities in the UAE webpage or contact Austrade.
Source: Austrade
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